Dongfeng, what kind of shock?

2021-08-23 14:28:50

On February 26, 2014, the “Dongfeng” Global Galleon, officially supported by the Dongfeng Commercial Vehicle Company, officially debuted in Sanya. The "Dongfeng" Global Sailing, hull and sail adopts the oriental "red" main colors, together with the Dongfeng "Shuangfeiyan" brand logo, the wind from the East, the red from the East, the "Oriental" culture and the "Dongfeng" brand performance It's simple and perfect. "Dongfeng" will participate in the 2014-2015 Volvo Ocean Race to achieve unpowered circumnavigation.

"Dongfeng" is the first ocean-going sailing ship named by a Chinese company. The "Dongfeng Team" consisting of Chinese and foreign crew members is the first Chinese-ocean-sailed sailing team. This is a major initiative in the history of Chinese sailing. Changed the history of only offshore sailing teams in China. Mr. Qin Jie, the person in charge of the "Dongfeng" project, introduced: "Dongfeng No. The maximum speed of unpowered vehicles is 40 knots, which is 10 knots faster than the average speed of an ordinary warship. The Volvo Ocean Race that Dongfeng participates in will be 10 in 2014. Departing from Alicante, Spain, on the 4th of the month, on the way to Cape Town (South Africa), Abu Dhabi (UAE), Sanya (China), Auckland (New Zealand), Itaga (Brazil), Newport (USA) , Lisbon (Portugal) and Lorient (France), ending in Gothenburg, Sweden, on June 27, 2015, a voyage of 39,379 nautical miles, which will last for one year, two months and 23 days.This is a magical sailing boat. This is a magical team. This is a magical voyage."

At the scene of the "Dongfeng" debut, the ten characters of "China's east wind and the world's east wind" appeared to be very eye-catching, showing that Dongfeng Commercial Vehicles would like to use regattas as a breakthrough to spread overseas brands. Since ancient times, the Chinese have had the wisdom of “borrowing ships to the sea”. Does Dongfeng Commercial Vehicles have to test the Blue Ocean through the “Dongfeng Universal Sailboat” to lead the Dongfeng Commercial Vehicle brand to overseas markets? In the overseas market strategy of Huang Gang, the general manager of Dongfeng Commercial Vehicle Co., Ltd., we got a positive answer.

The manufacturing capacity of commercial vehicles in China has far exceeded local demand. Although the demand for commercial vehicles in China's overseas markets is very strong, “trust” has always been an insurmountable gap. Some commercial vehicle companies focus on “sales” and forcibly enter the market when their brands, accessories, and services are not yet ready. When one after another emerging Chinese commercial vehicle overseas market like the "brilliance" and the end, we personally realized the meaning of "The speed is not reached". Without long-term considerations, people will have a close worry. The development of China’s commercial vehicle overseas market needs a strategic vision to gain insights into the more distant future.

The overseas market of Dongfeng Commercial Vehicles does not directly pursue sales. It is clear that General Manager Huang Gang does not really consider the current sales volume. Even when asked about the overseas sales performance of Dongfeng Commercial Vehicles, Huang always faces: “Dongfeng Commercial Vehicles The overseas market is not doing well and the conditions are not mature enough. We are still working hard.”

Huang Gang emphasized that although Dongfeng’s overseas market has not been moved, no one is more aware and more focused on overseas market strategies than Dongfeng people. However, since overseas markets are a kind of strategic thinking, they must be planned, long-term, and gradual. After many years of negotiations, in January 2013, Dongfeng Group and the Volvo Group signed a strategic alliance agreement to build the world's largest strategic alliance for commercial vehicles. This heavyweight hammer will open the door to the internationalization of the Dongfeng Commercial Vehicle brand. Huang Gang said: "Dongfeng commercial vehicles are well-known in China; overseas, Volvo trucks are well known. These are two companies with good brand reputation. For markets outside China, Dongfeng commercial vehicles have strong adaptability, Volvo The brand channel has obvious advantages, which is the basis and value of the cooperation between the Dongfeng Commercial Vehicle and the Volvo Group's strategic alliance.As the Dongfeng people, it is necessary to fully learn from Volvo's advantages and brand influence to achieve a win-win situation in the alliance.This is a strong force. Joint and complementary alliances, "said Huang Gang: "The Dongfeng is the basis for another cooperation between Dongfeng and the Volvo Strategic Alliance, and the concept of another cooperation."

When talking about the value of the "Dongfeng" that the exclusive title support was for participating in the Volvo Ocean Race, Huang Gang said: "The Dongfeng carries three dreams. The first is to carry the dream of sailing people to conquer the ocean. The two bear the dream of Chinese people going to the ocean, and the third one carries the dream of internationalization of Dongfeng people.” The dream of internationalization of Dongfeng people expresses the hope of Dongfeng people in the heart, and the international dream of Dongfeng people does not sell several cars. However, we must first establish the awareness and trust of emerging markets. For the first time, Dongfeng Commercial Vehicles has spread its brand image in such a high-profile manner: Dongfeng, a leading brand of commercial vehicles in China that is paired with Volvo.

Huang Gang, general manager, said: “This is a good start for Dongfeng’s debut ceremony. The reason why we participate in this world's top event is based on the global influence of the Volvo Yacht Race. The influence of Dongfeng Brand and Volvo Yacht Race is complementary. To build a value community and disseminate the brand vision of Dongfeng Commercial Vehicle: China's east wind and the world's east wind. The location of the top ten ports where Dongfeng passes through is highly consistent with the important target emerging markets of Dongfeng Commercial Vehicles. We will use the "Dongfeng" route to pass through. The opportunity of the port allows local dealers and user representatives to better understand the Dongfeng, recognize the east wind and experience the east wind."

Strictly speaking, there is little precedent for the successful cooperation between China's commercial vehicles and overseas commercial vehicles, and there are more or less such problems that restrict the realization of the expected goals of alliance companies or joint ventures. If there is disagreement in cooperation, it is difficult to seek common ground while reserving differences, the concept is difficult to be consistent, and the cooperation method whose goals are difficult to unify will become serious internal friction in the future. Strong and strong alliances do not necessarily mean success. Once the concept of cooperation and values ​​are difficult to harmonize, the harm that can be brought about may be catastrophic. Some Sino-foreign joint venture projects in China's passenger car industry have faced such embarrassment.

Dongfeng people know that only the strategic alliance between Dongfeng and Volvo can achieve global resource sharing and win-win. The success of the strategic alliance relies heavily on the trust of both parties. The appearance of the "Dongfeng" is obviously another sincere alliance sincerity of Dongfeng people throwing themselves at Volvo. Dongfeng and Volvo both regard each other as the most sincere partner and show more sincerity to resolve cultural differences, differences in ideas, and seek common ground while reserving differences. The strategic alliance will combine the two giant commercial vehicle companies in China and the West into one larger ship. All the operators are closely related to each other as a crew member of this giant ship.

The crew selection of the "Dongfeng Team" is also international. Captain Xia, 40, boarded the ship at the age of 17, and has since formed a bond with the sailing ship. Xia became the first captain of the "Dongfeng" and will work with his overseas partners to train and select China Ocean's global sailing crew. The members of the "Dongfeng Team" need courage, trust, cooperation and perseverance. This full trust is reflected in the vast sea, and there is no turning back when it comes to starting. Ten crew members can work together as soon as possible through mutual encouragement, mutual trust and cooperation. The goal is to achieve the goal of navigation, which coincides with the internationalization of the talent team in Dongfeng’s overseas strategy. Facing an unfamiliar emerging market, Dongfeng will also establish a reliable and efficient Chinese and foreign joint team. Huang Gang said: "For Dongfeng people, although we are proud of our culture and have confidence in our technical applicability, However, in the journey of overseas markets, we have no reason to rest on our laurels, and there is no reason why we should respect only ourselves.The overseas markets of Dongfeng Commercial Vehicles will also invite overseas locals to lead the team and hand over to local experienced professionals. Common cause."

Borrowing ships to the sea is a wisdom that Chinese ancient people are proud of. For Dongfeng, why isn't it more effective? Using East Wind is an ancient Chinese grasp of heaven and earth. For Volvo, isn't it a heaven-sent opportunity? "Dongfeng" shocked, red main tone, red is the color of oriental celebrations and auspiciousness, the East Red Sun is also tens of millions of songs; Dongfeng, the wind from the East, drums, waves, all the way forward. The Dongfeng brand logo of the Shuangyan dolphins, dolphins are the most mediocre animals in the marine animal, which is the basis for cooperation between Dongfeng Commercial Vehicle and Volvo Pingshun. The double dolphins symbolize the harmonious interaction between Dongfeng and Volvo in the sea and fly in pairs.

Dongfeng Group and Volvo Group are committed to building the most competitive strategic alliance of commercial vehicles in the world. The future joint venture will be a super-large "Dongfeng". The blue ocean that rushes to the global market will also require crew selection, cultural tolerance and team spirit. Requires courage, cooperation, and trust, technology, and professionalism. No matter what the Dongfeng number is, once it sails, it must face difficulties and challenges and give up the destiny to its partners. Can the crew of the Dongfeng Global Sailing be able to do it? This is exactly what the future joint venture needs.

Dongfeng, what kind of shock? By "shipping" to the sea, Dongfeng is on the road to the global strategy of Dongfeng Commercial Vehicles.

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